Reebok partnered with Buddy Media to promote the “Talkin’ Krazy” shoe, which can be written on with special markers. The campaign reached out to its target audience — 13- to 18-year-old boys — with a Facebook application that allowed users to “talk smack” by writing on a virtual shoe and sending it to friends.
The month-long campaign, launched last September, saw 100,000 users download the app in the first week and still has 3,000 regular users.
